A new survey by Square analyzes the relationship between clients and their hairstylist, uncovering that 1 in 3 of consumers are in an ‘open relationship’ with their provider.
The survey highlights the key factors that can either make or break long-lasting client loyalty in the beauty and personal care industry.
Why are clients choosing to be in an open relationship with their stylist?
For those in an ‘open relationship’ with their stylist or barber, this sentiment was most common for younger generations like Gen Z and Millennials, along with men. These clients primarily faced operational and logistical barriers which caused them to visit another provider:
- Difficulty in scheduling/booking their appointment (57%)
- Services becoming too expensive (53%)
- Either party moving (50%)
- Stylist didn’t listen to what they asked (41%)
- Personalities don’t mesh (34%)
After exploring other relationships beyond their primary stylist, Square found that 61% of clients regretted going to another provider. Given that many originally strayed for practical reasons, it’s no surprise that more than half of consumers (57%) went back to their original stylist, while 30% opted to stay with their new provider. Another 13% remain committed to playing the field, with plans to keep seeing new stylists until they find ‘the one.’
What motivates clients to return to their previous stylist/barber?
The survey also found that convenience and ease continue to be top drivers when consumers pick a stylist or barber. For clients that explored other relationships, they reported that they’d return to their previous provider if they had access to the following:
- Easy rescheduling (82%)
- Better communications between or before appointments (75%)
- Online booking options (53%)
- Loyalty discounts (52%)
- Selling retail items (25%)
“Clients are incredibly busy and for businesses that don’t use seamless booking software, they’re missing out on an entire pool of clients,” said Ashley Heywood, Health & Beauty Product Marketing Lead at Square. “Businesses need to make the booking process as easy as possible, all the way from making the first appointment to receiving automated reminders. All of this enables beauty sellers to look and feel professional, which helps uplevel their business with existing and prospective clients.”
What keeps clients in a committed relationship with their stylist/barber?
Although a third of consumers are playing the field, Square found that 67% are in a committed relationship with their hair care provider. Among this cohort of committed consumers, 68% have been visiting their provider for 3 or more years, showing that for many, they’re in it for the long haul and invested in maintaining the relationship. There are many different reasons for the success of these long-term relationships, with consumers’ top motivators being:
- Love the way their stylists cut and/or color their hair (94%)
- Look forward to catching up with their stylist (87%)
- Good price (86%)
- Easy booking (85%)
- Better communications between appointments (75%)
- Stylist recommends products and/or other services for specific needs (59%)
“We are so grateful for our many loyal, long term customers. A lot of them essentially become our family,” said Dave Lechasseur, Owner of Savvy Salon de Barbier, Montreal, QC. “We see them on a regular basis, and they end up opening up to us. And Square has definitely helped us to nurture that fidelity and loyalty with our customers - it helps us keep in regular contact so that even when they’re not in the shop, they know we’re thinking about them.”
